With the creator economy exploding and social media fans becoming more aware of its lucrative potential, quality user-generated content may not be free for brands to use much longer. In the burgeoning world of paid fan content, merely having their work showcased by a brand online might not be enough of a draw for fans any longer.
As social media users come to realize how valuable the fan content they produce really is to the brands they follow, marketers must focus on building stronger partnerships with these content creators to retain access to what used to be considered “free” user-generated content.
Here, seven members of Forbes Agency Council share tips to help marketers build more effective partnerships with creators to create and leverage paid fan content.
Forbes Agency Council members share tips to help marketers leverage effective partnerships in the world of paid fan content.
Photos courtesy of the individual members.
1. Source Influencers To Become Long-Term Brand Ambassadors
In the world of paid fan content, long-term partnerships become more important. Sourcing influencers to become true brand ambassadors will be key, as their loyalty to your brand will authentically shine through in the content they create for their paid fans. To do it right, brands must choose the right creators: those who would be proud customers and advocates regardless of any paid partnership. – Emilie Tabor, IMA – Influencer Marketing Agency
2. Be Prepared To Pay More For Worthwhile Product Placements
Subtle product placement is one strategy that’s still going to work. Marketers must start building a list of relevant influencers and build a rapport with them. With the trend of paid fan content on the rise, brands should be prepared to pay a much higher price to quality influencers for even the shortest duration of brand exposure. If they have your target audience, it’s worth it. – Ajay Prasad, GMR Web Team
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3. Treat Creator-Sourced Content The Same As Traditional Creative Resources
Marketers should treat creator-sourced content like they would traditional creative resources. Creator talent is sourced and their content is reviewed, approved and then used as agreed upon. Unlike traditional creative sources, however, creators may request that their name or social handle accompany their content. This can actually be a boon for brands leveraging the work of internet-famous creators. – Donna Robinson, Collective Measures
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4. Accept That Influencers Are Paid Professionals
The first thing brands must do is accept that influencers are professionals who expect to be paid for promoting products and services to their followers. So, be willing to pay for the reach you’re getting, just as you would with any other channel. Second, focus on microinfluencers who are hyper-relevant to your target audiences. Look for opportunities to cross-promote customers in cost-effective ways. – Mary Ann O’Brien, OBI Creative
5. Understand The Landscape And Your Goals
The first step is understanding the landscape—if you don’t, you will get subpar content with a large price tag attached. As it’s still a new arena, you have to be careful. Know what you want to get out of the partnership (sales, engagement, growth) and find an influencer who delivers this by reviewing their accounts. Don’t just throw money at this; think it through. – Christopher Tompkins, The Go! Agency
6. Acknowledge Your Biggest Fans
Comment on your biggest fans’ creativity, repost their content and help them grow their fan base in return for promoting your brand in front of their audience. Also, remember to focus on those with growing fan bases and not just those who have huge followings. You have a better, lower-cost shot at leveraging content from these “up-and-comers.” – Bernard May, National Positions
7. Partner With Subcommunities And Other Affinity Brands
I believe building partnerships with subcommunities will work wonders. It’s not just about a brand sponsoring an influencer or its own fans. Now, brands must collaborate with other affinity brands and follow the same process. This way you create more content from people who like more than one brand, both brands benefit, content is more relevant and engagement organically grows. – Stefan Katanic, Veza Digital
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Author: Expert Panel®, Forbes Councils Member
